Above: Montage to promote “The Simpsons” on FXX by LA-based studio Roger.
If you live in LA, chances are you’ve spotted the colorful fine art-inspired outdoor advertisements splashed with iconic elements from Matt Groening’s The Simpsons accompanied by the tagline #EverySimpsonsEver. From billboards to bus wraps, the outdoor ad series promotes what the New York Times called “one of television’s biggest syndication deals” – the 25-season series will finally be available for on-demand streaming on FXX (an offshoot of the FX Network) this fall.
While the reruns of the longest-running scripted show in TV history has been widely seen on local broadcast television stations, up until now fans haven’t been able to binge-watch the series like other popular shows on the ever-growing video-on-demand subscription platforms like Netflix, Amazon and Hulu.
But all of that will change this fall with FXX purchasing the exclusive rights to all 552 episodes of The Simpsons in a $750 million deal, out-bidding competitors like Adult Swim and TBS. To build hype for The Simpsons-on-demand rollout, the Fox-owned network developed a visually engaging campaign in print and digital media formats to launch a historic 12-day marathon during which every episode aired consecutively.
The results were ground-breaking, according to Entertainment Weekly, “catapulting FXX to third place among all cable networks in the 18-to-49 demo during the marathon,” and drawing an average of 1.32 million viewers over the course of the marathon– “a huge jump from the network’s previous average of 206,000 viewers at the same time.”
We love that the design teams behind the campaign pushed their creative boundaries to develop a totally originally concept to capture the attention of passers-by, with print advertising that pays homage to modern artists Mondrian and Picasso with nods to the Surrealist and Psychedelia movements.
On the digital side, Motionographer has a great interview with Terry Lee, ECD of Roger about how they developed the montage seen above, which features a darker musical remix of Danny Elfman’s Simpsons’ theme and famous character phrases, and fantastic “FXX” IDs merged with iconic Simpsons digital imagery.
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